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PepsiCo announces rebrand of Aunt Jemima as Pearl Milling Company

Julia La Roche
·Correspondent
·2 min read
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PepsiCo (PEP) announced the name change of its Aunt Jemima pancake mix and syrup brand to Pearl Milling Company, the snacking and beverage company announced on Tuesday.

In June 2020, Quaker Oats, a subsidiary of PepsiCo, said it would remove Aunt Jemima's image from its packaging in the fourth quarter and change the name soon after. The company also pledged $5 million to support the Black community.

"We recognize Aunt Jemima's origins are based on a racial stereotype. While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough," Quaker Foods CMO Kristin Kroepfl said at the time.

Pearl Milling Company packaging
Pearl Milling Company packaging

“Though new to store shelves, Pearl Milling Company was founded in 1888 in St. Joseph, Missouri, and was the originator of the iconic self-rising pancake mix that would later become known as Aunt Jemima,“ the company said in its press release.

When coming up with the new name, Quaker said it worked "to gather broad perspectives and ensure the new brand was developed with inclusivity in mind."

Pearl Milling Company products, which maintain similar red packaging to its predecessor, will see its pancake mixes, syrups, flour, grits, and cornmeal come to market in June. The existing Aunt Jemima products with the image removed will continue to be sold until that time.

The company added that Pearl Milling Company would commit $1 million toward causes uplifting Black women and girls in the coming weeks.

Shares of PepsiCo were last trading up 82 cents near $140.42 on Tuesday in the after-hours session.

Julia La Roche is a correspondent for Yahoo Finance. Follow her on Twitter.

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